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Toys'R'Us + LEGO = Bricktober

Brick By Brick Toys"R"Us And LEGO Systems, Inc. Construct Dynamic Program For LEGO® Lovers Of All Ages

"Bricktober" Offers LEGO Fans Exclusive Products, Spectacular Savings and Fun Events All Month Long

WAYNE, N.J., October 1, 2009 -- Toys"R"Us has partnered with LEGO Systems, Inc. to create "Bricktober," a month-long event at Toys"R"Us stores nationwide and online at Toysrus.com saluting the bricks that countless kids have used to build skyscrapers, planes, trains and more. The fun begins as October transforms into "Bricktober," when consumers will find a celebration of all LEGO things, highlighted by weekly deals on LEGO products, in-store boutiques, special events and exclusive, collectible LEGO bricks, while supplies last.

Among the most iconic toy brands in the world, generations of children have fallen in love with LEGO bricks. Since its creation in 1932, the LEGO brand has become synonymous with quality and value, offering open-ended play that allows kids of all ages to build whatever they can imagine. Today, with LEGO products ranging from $4.99 to $499.99 at Toys"R"Us stores, parents can find items to fit their budget while putting big smiles on the faces of budding builders.

"'Bricktober' celebrates the influence that LEGO continues to have in building kids' imaginations and the value that it offers to parents in terms of quality and longevity of play," said Richard Barry, Vice President, Divisional Merchandise Manager, Toys"R"Us, U.S. "With hundreds of sets to choose from, at a wide variety of price points, LEGO products offer affordable fun for the whole family at a wide variety of prices to fit any budget."

"Over the years, millions of children have discovered their very first LEGO construction sets on the shelves of Toys"R"Us stores," said Soren Torp Laursen, President, LEGO Systems, Inc. "We're thrilled to partner with Toys"R"Us to bring this month-long 'Bricktober' event to LEGO fans - old and new."

Broadest Assortment of LEGO Products, Plus Incredible Values All Month Long

Every week during the month of October, Toys"R"Us stores and Toysrus.com will offer stellar savings on ALL LEGO products. The amazing deals begin with up to 30 percent OFF SELECT LEGO products and with additional specials on more than 230 LEGO construction sets available at Toys"R"Us from Sunday, October 4 through Saturday, October 10, while supplies last. In subsequent weeks, Toys"R"Us stores nationwide will provide additional values, including special offers, gifts with purchase and other deals to LEGO lovers of all ages, while supplies last.

In addition to its permanent home in the construction aisle, through "Bricktober" LEGO products will receive a place of honor in dedicated boutiques in every Toys"R"Us store. Filled with visuals that replicate the image a giant LEGO brick, the boutiques will feature the largest assortment of LEGO construction sets available.

Toys"R"Us will support the "Bricktober" program, events and LEGO products throughout the month of October with a comprehensive marketing campaign. Beginning October 4, LEGO products will be prominently featured each week on either the front or back cover of the company's newspaper circulars.

Collecting LEGO Bricks Throughout October

Offering LEGO fans the ultimate constructible keepsake, Toys"R"Us and LEGO will also present customers with one complimentary, collectible LEGO brick each week during "Bricktober," with the purchase of any LEGO product, while supplies last. At the end of the month, LEGO fans who receive all four collectible LEGO bricks can combine them to create a spooky "Bricktober" skeleton direct from the LEGO CASTLE collection.

Special "Bricktober" Event Races into Toys"R"Us Stores Nationwide

To bring "Bricktober" to life for young LEGO fans, Toys"R"Us stores across the country will host special racing-themed LEGO "Bricktober" 500 events on Saturday, October 24 from 12 noon - 2 pm. During the event, kids can build and decorate their own complimentary LEGO car and receive an official LEGO "Bricktober" 500 driver's license, while supplies last. Once the car is constructed, they can race it against other LEGO fans' creations.

Building Upon the Broadest LEGO Assortment Available with Exclusive LEGO Products

Complementing its broad assortment of LEGO products, Toys"R"Us offers dozens of differentiated LEGO products that can't be found anywhere else. From movie-themed construction sets and buildable cityscapes to LEGO-themed electronics and basic boxes of LEGO bricks, exclusive new LEGO merchandise found at Toys"R"Us stores include:

Star Wars Fan's Choice Anniversary Edition Home One Mon Calamari Star Cruiser

Modeled after scenes from Star Wars: Episode VI Return of the Jedi, this 789-piece construction set contains enough pieces to build the classic Mon Calamari Star Cruiser's command deck, briefing room and repair hangar. No batteries required. Ages 9 to 14 years. Featured on the 2009 Toys"R"Us Hot Holiday Toy List, this set also comes with an A-wing fighter and six mini figures.

LEGO Brick Boom Box from Digital Blue

Part of a LEGO-themed line of electronic devices for kids, the LEGO Stereo Boom Box looks like a traditional LEGO brick, but is 10 times the size. Available in pink or blue, this boom box has an AM/FM radio, 1.1-inch LCD display with backlight, MP3 connection capabilities and more.

LEGO CITY Cargo Plane

Taking off from LEGO City and heading towards destination imagination, this transport plane is ready to carry cargo anywhere. Kids construct this plane that measures more than 20-inches long from more than 460 pieces to create their own airborne adventures.

LEGO Belville Horse Stable

Kids can help build Cecilia and her horse April before getting them ready to compete in an equestrian match with this 209-piece construction set. After taking April through several jumps, children can trot her over to constructible ceremony steps to award her with first prize.

About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,550 stores, including 848 Toys"R"Us and Babies"R"Us stores in the United States, and more than 700 international stores in 33 countries, consisting of both licensed and franchised stores. In addition, it sells extraordinary toys in two FAO Schwarz stores in the United States. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com, FAO.com and babyuniverse.com, it provides shoppers with an unparalleled online selection of distinctive toy and baby products. In addition, the company operates ePregnancy.com, an online resource for parents. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs nearly 70,000 associates worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need.

About LEGO Systems, Inc.

LEGO Systems Inc. (LSI) is the Americas division of the LEGO Group, a privately-held firm based in Billund, Denmark that is the world's leading manufacturer of construction toys. The company is committed to the development of children's creative and imaginative abilities through high-quality, creatively educational play materials, and its employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." For more information, visit www.LEGO.com.

LEGO and the LEGO logo are trademarks of The LEGO Group. © 2009 The LEGO Group.

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